Christmas Fashion by HOUSEOFXMAS with Alessandro Ruocco
24Fashion TV had a chance to sit down for a quick interview with Alessandro Ruocco, the creator of HOUSEOFXMAS - celebrity favorite's hand-made Christmas decorations. His celebrity customers include Kourtney Kardashian, Federica Pellegrini, Caterina Balivo, Christina Aguilera and many others.
24Fashion TV: How did you come up with the idea of hand-made Christmas decorations?
Alessandro Ruocco: It all started ten years ago. The first year we had our store open, we decided to leave it open during the holidays to host a charity sale. I couldn’t find the perfect decorations to turn the store into a Santa’s couture laboratory, where he and his helpers make clothes and vintage Chanel bags instead of toys. I then went to the city and searched all over the internet and still couldn’t find the right display decor I was looking for.
So I asked my crafty mother to custom create ornaments for us like she used to do when we were kids. She always decorated the Christmas tree and the entire house. There was not one corner left undecorated, no exaggeration she made something like 300 Christmas decorations to be in the store during the charity sale. All our customers went crazy for the decorations, totally handmade with yards of fabric bought from the local Bottega and by recycling some tablecloth, upholstery fabrics and even a flawed tartan skirt, she made some beautiful objects every single one unique.
After I saw how much people loved her creations I asked her if she could make some for some of our clients and celebrity friends, she agreed and everyone loved them. So by posting on Instagram, and from family and friends of those people who saw the decorations in their homes, it started an unexpected and very successful marketing campaign, so we decided to launch a project called HOUSEOFXMAS to upcycled old fabrics, buttons and other cute items into some unique made by hand customized Christmas decorations.
24Fashion TV: What a wonderful story, congratulations on your success, and thank you for sharing it with us.